Kellogg's has opened a pop up store where customers receive snacks in exchange for Tweets.
In the London Soho shop, people get to try out new products by sending a Tweet containing the hashtag #tweetshop. The social currency allows Kellogg's to endorse its snacks on Twitter, utilising the power of online communication to spread the word of its new release.
While companies such as Burger King, Innocent and American Express have previously monetised social media hashtags, Kellogg's #tweetshop is the first to merge real-life shops with social currency. As a result of its novel campaign, Kellogg's has not only received hashtags from people visiting the tweet shop, but has sparked further online interest as a result of its world's first Tweet shop.
Sarah Case, brand manager at Kellogg's Special K, said: "The value of positive endorsements on social media sites is beyond compare, so we're excited to be the first company to literally use social currency instead of financial currency to launch this new product in our bespoke Special K shop."
Within the Kellogg's pop up store, people are given a menu of Tweets to try out, all including #tweetshop #spons. While #tweetshop allows Kellogg's to monitor the success of its social media campaign, the #spons hashtag ensures that it adheres to regulations put in place by the Advertising Standards Agency, which requires sponsored tweets to be clearly indicated.
Kleon West, business development manager at theEword, said: "The Kellogg's tweetshop shows that social currency can be just as important as physical money for brands. Positive Tweets are increasingly influential as social and real life communication is becoming so interlinked."